CANAL+ is a leading entertainment platform in France but faces a real challenge when it comes to talking to young people who are more attracted to American giants. In order for young people to consider CANAL+, the brand wants to be part of their daily lives and their habits to be as relevant as possible.

The Binge-Fit operation is based on a simple observation: young people are spending more and more time consuming content and less and less time doing physical activities, which makes them feel guilty. The beginning of the year is when this is most obvious. It's a time that many people choose to get back to the gym. That's why, in line with these good resolutions, CANAL+ has decided to reward people for their efforts and to motivate young people to keep their commitments. They feel less guilty so they can fully enjoy the programs they watch.

The campaign was launched with a digital film, visible on social networks, in which a young woman struggles against her desire to stay home and goes out to collect her free episodes, unlocking them as she runs. The creative concept of the campaign and the film is the following: convert your calories into series episodes. CANAL+ thus proposes a solution and not a problem by rewarding young people for their effort. The 55-second film in long format was also visible in 30, 15 and 6 seconds depending on the media and emphasized this simple mechanism: the more you run, the more episodes you unlock.

With Binge-Fit, we targeted young people (18-25 years old). Working with an app like Running Heroes also gave us a powerful base of very sporty users, who are constantly looking to improve themselves and who are always ready to take on new challenges.

But the strength of the operation is above all that it speaks to everyone. Each of us is full of good will when January arrives, we all want to eliminate the excesses of the holidays. And yet, it's often the same story: we all end up preferring to sit comfortably in front of a series, looking for the next content to watch.

The Binge-Fit challenges by CANAL+ were launched on January 9th. 2023 and remained open for 2 weeks. Once a challenge was completed on Running Heroes, people received a “finisher email” with a code allowing them to unlock a player on the dedicated website so they could watch their episodes of Marie-Antoinette, Le Bureau des Légendes and/or MOOD. Everyone who completed a challenge had one month to watch the unlocked content.

We also chose to publish the Binge-Fit challenges on the Running Heroes platform a week before the official launch, which enabled us to gather around 5,000 registrants on the launch day.

3 challenges + 1 to come in 2023

2 weeks of operation

24,000 participants

526,000 kms travelled

42 million calories burned (i.e. 200,000 croissants or 56 000 camemberts)

70.7 million impressions (online video and social media)

+800 hours of viewing on the content made available as part of the operation

+48% more traffic on CANAL+ content in general between December 2022 and January 2023